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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • McDonald’s

McDonald’s Latin America and agency DPZ&T is marking the Big Mac’s 50th anniversary with a limited-edition Coca-Cola can designed as an homage to the burger’s storied recipe.The can will be delivered this week to influencers and brand lovers, who can then share their reaction on social media, using the hashtag #BigMacCan. DPZ&T also created a 49-second digital spot to announce the limited edition design, stating: “There are things everyone can do. And things only Big Mac Can do.”

 

  • Tony Roma’s®

Romacorp, Inc., the parent company of Tony Roma’s®, announces the opening of its newest restaurant, located in Arequipa, the second-largest city in Peru. The new location can be found on the third floor of the popular Mall Plaza Arequipa, a destination well-known for its wide range of brands, entertainment and cuisine, making it the number-one commercial center in the city. This is the second Tony Roma’s restaurant for franchisee Freddy Nossar of Inversones Gondomar SAC, who successfully launched the Tony Roma’s brand in Peru during 1994.“As the Tony Roma’s brand continues to expand both internationally and domestically, we have focused on key regions such as Latin America, in an effort to strengthen our presence throughout influential cities around the world,” said John Brisco, President Global Franchise of Romacorp, Inc.

 

 

  • Mercedes-Benz

Mercedes-Benz, the German automaker and a division of the German company Daimler AG, has kicked off a global media agency review, Adweek first reported. The review comes less than three months after hiring Publicis Groupe as its global agency network for creative and digital.  It is unclear if any of the global regions would be excluded. Mercedes-Benz spends more than US$1 billion on media advertising annually globally.
 

 

 

 

 

 

  • Revlon

Cosmetics brand Revlon has placed its´ global media account back into review after having consolidated with Mediacom less than a year ago. MediaCom will not  defend. Revlon spent US$420 million on advertising in 2016, according to Kantar Media.

 

 

 

  • Choice Hotels International

Choice Hotels International is partnering with Spanish hotel operator and franchiser Sercotel Hotels to expand into Spain and Latin America. Choice Hotels will also aim to create new opportunities for hotel development across Europe and Latin America through this new partnership. The two groups will bring Choice hotels managed by Sercotel’s management unit into these markets while adding select Sercotel properties to the Choice Hotels portfolio. Booking on ChoiceHotels.com and the Choice Hotels app will extend to these Sercotel properties. They will also participate in the Choice Priveleges loyalty program.The new Choice Hotels properties will join Sercotel’s approximately 150 hotels in Spain and 28 in Latin America.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

Hilton  and Hotelaria Brasil announced the signing of a strategic development agreement for Hotelaria Brasil to initially develop five franchised Hampton by Hilton hotels in Brazil – marking the brand’s debut in the country. The announcement underscores Hilton’s commitment to expand throughout the Caribbean and Latin America, and reinforces the upper-midscale brand’s momentum with 139 openings worldwide in 2017, including Hampton hotels in the Dominican Republic, Colombia, Mexico and Uruguay. As part of the agreement, the companies have confirmed the first hotel is scheduled to open in 2019 at Guarulhos Airport in Sao Paulo, Brazil.Expected to open in early 2019, the 160-room Hampton by Hilton Guarulhos Airport is located less than two miles from the airport. Hilton currently has a portfolio of more than 130 hotels and resorts open and welcoming travelers in the Caribbean and Latin America. The company is actively pursuing additional Caribbean and Latin American growth opportunities and currently has a robust pipeline of approximately 80 hotels throughout the region.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

For prior Sales Leads editions, click here. 

  • Delta

Delta Air Lines has consolidated all of its media work with the PHD, Adage has reported. The airline had appointed PHD as its primary media agency in the U.S. two years ago. Digitas, which used to be the incumbent,  still works with Delta on customer relationship management.Delta Airlines spent around US$34.8 million in measured media in the U.S. in 2017, according to Kantar Media.

 

 

 

  • Mercedes-Benz

Mercedes-Benz, the German automaker and a division of the German company Daimler AG, has kicked off a global media agency review, Adweek first reported. The review comes less than three months after hiring Publicis Groupe as its global agency network for creative and digital. Omnicom’s PHD is currently incumbent on the business in the U.S. It is unclear if any of the global regions would be excluded. Mercedes-Benz spends more than US$1 billion on media advertising annually globally.

 

 

 

  • Revlon

>Cosmetics brand Revlon has placed its´ global media account back into review after having consolidated with Mediacom less than a year ago. MediaCom will not  defend. Revlon spent US$420 million on advertising in 2016. Spending on measured media in the U.S. in 2017 was US$81.7 million, according to Kantar Media.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • Vallarta Supermarkets

Vallarta Supermarkets, one of the nation’s largest Hispanic supermarket chains has announced it is contributing $110,000 to local education organizations to support Latino students seeking a university or college education in markets the company serves.  “We will be using multiple platforms to inform our customers of our scholarship contributions in local markets including: Vallarta Supermarket’s website, social media, and employee briefings,”  said Rick Castillo, Marketing Director of Vallarta Supermarkets.”We hope our customers will take advantage of this wonderful educational opportunity.”

  • Jarritos®

Entravision Communications Corporation, a diversified media company serving Latino audiences and communities, announced  a partnership with Novamex to air and promote its “Destapa Tu Fortuna” campaign on all of Entravision’s radio stations nationally. The campaign, which started on May 1st and will end on September 15th is designed as a way to recognize and give back to Jarritos customers. It will be supported by Entravision’s syndicated radio personalities who will leverage their on-air and social media influences to drive awareness.The “Destapa Tu Fortuna” campaign includes the drinks Jarritos, Mineragua, Sidral Mundet and Sangria Señorial with consumers looking under the cap for a winning code. Prizes include US$300,000 in cash, six cars, and millions of purchase discounts on Vudu and Fanatics. The campaign is in part sponsored by entertainment service Vudu which lets consumers rent, buy, and watch movies and TV shows, and Fanatics, the ultimate sports apparel store and fan gear shop.Customers can find a registration code on the caps of these four drinks – Jarritos, Mineragua, Sidral Mundet y Sangría Señorial and register the code on website, www.MyPrizes.net. The website will prompt you when a winning code is entered and the steps to claim your prize. Jarritos is one of the leading brand in the US in the Mexican soft drink category and has become a Mexican cultural icon.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

jpg_CTA-Latam_RegisterNowLuxury Goods and Services Marketing is going to be very well represented at our upcoming 7th Annual edition of the Portada LatAm Summit in Miami June 3 and 4. We just got the confirmation from 4 major players in the Latin American Luxury Goods and Services Sector:

Pedro Tabera, President and General Manager, Mercedes Benz Mexico

 

 
Alexis Thanasoulas, Managing Director Latin America, ZenithOptimedia Group

 


Stephanie Peña,
Regional Sales Director Americas, Longchamp and Javier Martinez Staines, Director General Editorial, Televisa have also confirmed their presence. More brand marketers will be confirmed in the next few days!

Tickets are going very fast, register here at the online promotion rate! 

The above brand marketers, agency executives and media companies will  dissect the main trends in Latin American luxury goods marketing and address questions including the below:
– What moves Latin Americans to acquire Luxury Goods and Services?
-Panregional vs. local Marketing, when is there tension, when do they complement each other?
– Paid Media and Content Marketing in the Luxury Sector

Other key brand marketers participating in #Portadalat include:
Denisse Guerra, Regional Marketing Director Latin America, The Estee Lauder Companies
Manuel Medina Riveroll, Marketing Director, Bayer Mexico
Jon Suarez Davis, VP Global Media Strategy, Kellogg Company
Ivan Ahedo, Marketing Director, Comex
Carlos Espíndola, Gerente eHub Latinoamérica, 3M
Maya Kosovalic, Digital and Media Communications Manager, L’Oreal
and many more!

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com
SEE A DEMO OF THE DIRECTORY!

  • Time Warner Cable

twcTime Warner Cable is expanding its Unlimited Home Phone calling plan to include free calls to Mexico. Now, TWC Phone customers can make calls, including landline and mobile numbers, for free. With this expansion, calls to Mexico are treated the same as long-distance calls anywhere in the US, Canada, Puerto Rico, Guam and the US Virgin Islands, at any time day or night for one low monthly price. The plan also offers no extra cost including Caller ID, Call Waiting, 3-Way Calling, Selective Call Acceptance, Selective Call Blocking, Selective Call Forwarding, Answer Anywhere, Enhanced 911 and many others. The company will additionaly offer affordable options for making international calls, including its Global Penny Phone Plan, which provides penny-per-minute rates for landline and mobile calls to more than 50 countries.

  •  Corona Light / Corona Extra

coronaAs we reported last week, Corona is planning to expand Corona Light on draft nationally, and to introduce Corona Extra on draft in test markets. We have heard from Crown Imports regarding the marketing around the launch: The launching will be supported with a wide array of tools in each market including National TV, point of sale, social media and brand activation.. Crown Imports will have maximum distribution and promotion activity of Corona light on draft and will continue to promote the brand via in-store signage, particularly in the summertime and around key holiday periods.Crown Imports will have substantial marketing and sales support behind Corona Extra’s test offering to help achieve its goals. Additionally, it will have maximum distribution and promotion activity to complement draft sampling in the on-premise. The marketing behind Corona Extra draft will extend the “Find Your Beach” campaign to introduce this new offering in a way that will help the iconic brand stand out. The timing allows the brand to boost its draft presence in advance of the Cinco de Mayo holiday and the crucial summer selling season. Corona Light draft will also feature in two television commercials during its March rollout and again in the summer selling season with a marketing campaign. Every Corona Light and Corona Extra served on draft will come with a lime right on the glass.

  •  AT&T

T
Vice, he youth media company, has produced about 15 unscripted videos in which young people in six cities discuss their creative pursuits, dating habits, and in some instances, mention use of their cell phones, but are not specifically asked about them. The videos are being introduced on Saturday at the SXSW conference in Austin, Texas, and will appear on Tumblr and YouTube. Separate online AT&T commercials have been created using excerpts from the videos.AT&T wants to reach consumers ages 18-34 in a less in-their-face, more casual way, and also hopes to reach millennials who are not TV commercial viewers.

  •  Taco Bell

Kraft is launching four new Taco Bell products this week: two dinner kits and two seasonings. The Taco Bell Ultimate Taco Night Kit comes in in two varieties — Cheesy Taco Grande and Steak & Cheese Soft Taco Kit, both of which come with Kraft’s Velveeta cheese. (Taco Bell does not offer Velveeta at its restaurants.) The seasonings are Taco Bell Taco Seasoning in both mild and reduced-sodium varieties. Kraft also  is launching the first major digital campaign for the partnership called “Bottled Awesome,” which focuses on the sauces and targets the “Taco Bell enthusiast.””Taco Bell sees the power in bringing the brand outside of [the quick-service category] and into retail,” said Adam Grablick, senior Taco Bell brand manager at Kraft. He noted that for Kraft, the partnership is a big opportunity to grow sales because “the mainstream Mexican category is a fast-growing segment.”
The campaign, created by Publicis Groupe’s DigitasLBi, includes display ads for both desktop and mobile devices, and a hefty social-media campaign that includes a @TacoBellGrocery Twitter feed, a Taco Bell Grocery Tumblr page, and Instagram and Vine accounts, along with a Facebook page.

  •  Assembly

MDC is merging RJ Palmer and Targetcast to form a new media agency called Assembly. Former Carat USA president Martin Cass has been hired to run the new agency as CEO. Steve Farella, previously CEO of Targetcast, will now serve as chairman of Assembly. Michael Nicholas, former chief strategy officer at Isobar, has come aboard as entrepreneur in residence, chief experience officer. Peter Knobloch, former CEO of RJ Palmer, will serve as Assembly’s chief investment officer and oversee media buying. “We’re looking for sufficient scale to be able to compete for larger pieces of business going forward and to be able to bring the same level of sophistication, innovation and outside-the-box thinking that we have in our creative advertising business,” said Miles Nadal, chairman and CEO of MDC Partners.

  •  Budweiser

Budweiser, the official beer sponsor of the 2014 FIFA World Cup Brazil, unveiled an all new partnership with FOX Sports on Wednesday for a groundbreaking documentary series showcasing six of the most unique football stories from around the globe. The new series, which will air in more than 55 countries around the world, is part of Budweiser’s fully integrated, global content series supporting its new “Rise as One” FIFA World Cup campaign.”The FIFA World Cup is such a powerful moment in time which enables the world to join together in celebration of the world’s most popular sport,” said Andrew Sneyd, Global Vice President, Budweiser. “We are delighted to collaborate with FOX Sports on this new series and through the ‘Rise As One’ campaign, to share the many defining moments of football history with the millions of fans around the globe.”

  •  Mercedes-Benz and Brand USA

PHD, the media agency for Mercedes-Benz USA since 1999, retained its assignment, with annual media spending of about US $320 million. Likewise, MediaCom has successfully defended media responsibilities on Brand USA, which spends about $30 million in media each year. Brand USA is a public-private partnership that aims to bring more foreign tourists to the U.S. The organization launched in 2010 and first hired MediaCom in 2011.In a statement, Roberta Hatchett, Brand USA’s director of advertising and media, said that in the pitch MediaCom “easily demonstrated the most successful combination of global reach, process and strategy.”

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Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at  nicolas@portada-online.com